Our chosen name - Rascally Liquor - reflects the nature of the product and alludes to a comment by the poet, Robert Burns, who has links to Annandale.
His character, Tam o' Shanter, inspires the pack imagery. The design uses the bridge he has to cross to create the branding and the double L forms the keystone. Tam and his horse give a distinctive icon to the brand that can be adapted to the different variants.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
We were asked to create a brand and look for two variants of a new make spirit (NMS) from Annandale Distillery called Rascally Liquor.
The NMS product is immature and unsophisticated. Its character is outgoing and a bit of a rogue, so the idea of "releasing the rascal within" was developed. The consumer lets out the rascal from the bottle and from within themselves when they taste the product.
OPERATION / FLOW / INTERACTION:
Our task was to create a desirable, distinctive and determined brand - not just an inferior rough precursor to single malt Scotch whisky. We had to make people want to drink the product.
PROJECT DURATION AND LOCATION:
Launched 2014, United Kingdom
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
Stock glass bottles
SPECIFICATIONS / TECHNICAL PROPERTIES:
Packaging, design, alcohol, glass, bottle, NMS, new make spirit
NMS - new make spirit - is the young spirit, which, after maturation, becomes Scotch whisky, so our task was to create a desirable, distinctive and determined brand - not just an inferior, rough precursor to Scotch whisky.
TEAM MEMBERS (3) :
Design Director: Sue Bicknell, Designer: Sam Stringer and Illustrator: Peter O'Connor
Springetts Brand Design Consultants, 2015.